This report, submitted for a BSc (Hons) Business Management program, assesses the effectiveness of digital marketing. It begins by defining and discussing the marketing mix, including product, price, place, promotion, people, process, and physical evidence, with real-world examples. The report then explores the key elements of the communications mix, such as personal selling, advertising, sales promotion, direct marketing, and publicity, also providing relevant examples. Part 2 delves into the use of various social media channels (LinkedIn, Facebook, Twitter, and Snapchat) as part of a brand's communication strategy, offering specific examples of how companies utilize each platform. The report concludes with an explanation of why social media content is considered effective, emphasizing its ability to reach a large audience and influence consumer behavior, ultimately contributing to increased sales and revenue. The report highlights the importance of creating engaging content to capture customer interest and maintain a competitive edge in the dynamic digital landscape.
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